Promoting contribution

Goodwill Industries of Central OK

CLIENT NEED
Jones PR began working with Goodwill Industries of Central Oklahoma in fall 2017 to promote its workforce development programs, monetary and material donations and shopping at the nonprofits retail thrift stores through public relations, social media and digital marketing.

In summer 2018, Jones PR worked with Goodwill to create a Back-to-School campaign. The purpose was to encourage parents to shop with Goodwill at an affordable price for items such as clothing, shoes, backpacks, books and more when gearing up for a new school year while emphasizing their contribution to the central Oklahoma workforce through job training and placement services when shopping at Goodwill.

CHALLENGE▶ Develop a social media campaign to encourage parents to shop back-to-school items at Goodwill▶ Create a public relations strategy to position Goodwill as a back-to-school shopping destination

OUR STRATEGIC SOLUTION▶ Craft a monthly social media content calendar with weekly posts about back-to-school shopping▶ Develop a press release reminding Oklahomans about Goodwill’s affordable pricing, constant rotation of inventory on the floor and its contributions to the local workforce▶ Pitch press release to media in central Oklahoma including print, online and broadcast▶ Create social media ads and boosted posts▶ Produce a 30-second video about back-to-school shopping highlighting items such as backpacks, books and clothing▶ Leverage the opportunity Goodwill provides to Oklahoma families to give back to individuals through job training and placement services when shopping affordable items in retail stores▶ Strategically place display ads targeted at low-income zip codes within a 10-mile radius of a Goodwill retail store▶ Create creative assets like display ads and social media graphics

POWERFUL RESULTS▶ Secured broadcast interviews with KAUT Freedom 43 TV and KWTV News 9 as well as KOKH Fox 25 morning live shots on location at Goodwill▶ Garnered print and online media coverage with The Journal Record and The Oklahoma 100▶ Increased social media impressions by more than 40,000 and doubled engagement in a two-month timeframe▶ Garnered nearly 100,000 impressions with digital display ads